Wadeheath Art Deco Pottery

Company Evolution

The roots of the Wade companies trace back to 1810, when Henry Hallam established a factory to produce ceramic industrial fittings. The company later relocated to Burslem, Stoke-on-Trent, England, the historical center of the Staffordshire pottery industry, in the mid-nineteenth century.

The firm's direction changed significantly with the arrival of George Wade, who took control in the early 20th century. Under his stewardship, the focus began to shift towards decorative and commercial ceramics. In the 1920s, the operation formally divided into two distinct entities:

1. A.J. Wade & Co.
2. Wade, Heath & Co. (the primary producer of the famous Art Deco ranges).

Art Deco Output (1920s–1930s)

Wade, Heath & Co.'s Art Deco contribution was two-fold, encompassing both functional and highly decorative novelty items:

1. Novelty Wares: The Walt Disney and Nursery Ranges

Wade, Heath & Co. is renowned for pioneering the production of Art Deco nursery ware. These pieces captured the accessible, whimsical side of the movement, which translated streamlined, modern designs into commercial products for children.

• Wadeheath Walt Disney Range: The most famous and highly collectible output from this era was the Wadeheath Walt Disney range, launched in the early 1930s. Bearing the backstamp Wadeheath England by permission Walt Disney, this collection featured figurines and utility items (like tea sets and small dishes) depicting the early, iconic Disney characters, such as Mickey Mouse and Minnie Mouse. These pieces embody Art Deco principles through their:

• Simplified Forms: The figures were produced with blocky, stylized shapes, characteristic of both early cartooning and Art Deco's preference for geometric simplification.

• Bold, Simple Coloring: Use of strong, defined colors without complex shading.

• Collectability: These items are now extremely valuable, representing an early fusion of modern design, licensed characters, and mass-market pottery.

2. Flaxman Ware

Concurrently with the nursery figures, Wade, Heath & Co. launched the diverse Flaxman Ware range around the same time. This collection specifically targeted the adult market with more traditional Art Deco goods:

• Diverse Products: Flaxman Ware included both functional wares (like jugs, bowls, and vases) and decorative goods (like figurines and ornamental jugs).

• Design Aesthetic: These pieces exhibited the cleaner lines, geometric shapes, and stepped forms typical of Art Deco. They often employed bright, contrasting glaze combinations and sometimes lustre finishes to add a touch of glamour and modernity.

Wade, Heath & Co. excelled at mass-producing attractive, modern ceramics, making Art Deco design accessible to a wide audience and securing their legacy in the history of British pottery.